THE 2004 CAMPAIGN: THE MASSACHUSETTS SENATOR

By DAVID M. HALBFINGER

Published: March 4, 2004

ORLANDO, Fla., March 3—
Senator John Kerry of Massachusetts began his general election campaign at a full sprint on Wednesday, flying here to rally voters in the battleground state that is his party's bloody shirt, naming a Democratic financier to oversee his search for a running mate and orchestrating a takeover of the Democratic National Committee.

A day after effectively sealing the nomination with victories in 9 of the 10 Super Tuesday states, Mr. Kerry did not pause before starting what is shaping up to be a long and hard-fought race to November, surrounding himself with off-duty police officers and firefighters and showcasing his law-and-order credentials as a former prosecutor.

As aides to President Bush introduced the first of an anticipated avalanche of television commercials for his campaign, some of which used images from the Sept. 11 attacks, Senator Kerry assailed Mr. Bush on precisely the area he is showcasing as his strength, accusing the president of ''broken promises'' on national and homeland security.

''Everybody remembers the poignant, very moving picture -- extraordinary photograph -- of the president on the rubble at ground zero in New York,'' Mr. Kerry said, ''but they also remember the promise that was made to the first responders of America.''

He said that fire departments were understaffed, federal money for police departments was being cut, and bipartisan recommendations on antiterror measures were being ignored.

But it was the speed with which Mr. Kerry began his selection process to select a running mate that showed how quickly he was moving after winning 27 of 30 nominating contests and driving his last serious rival, Senator John Edwards of North Carolina, from the race.

Mr. Kerry named Jim Johnson, a merchant banker, onetime chairman and chief executive of Fannie Mae and former top adviser to Vice President Walter F. Mondale, to identify and screen potential running mates during the next several weeks. Campaign officials described Mr. Johnson, a veteran of presidential politics from his service as Mr. Mondale's 1984 campaign chairman, as a frequent dinner companion and neighbor of Mr. Kerry in the resort town of Ketchum, Idaho.

Aides played down the idea that Mr. Kerry would announce a running mate too far in advance of the Democratic National Convention, which is to be held in Boston in July. They said that Mr. Kerry was acting quickly in large part because Vice President Al Gore did not in 2000 -- a year when Mr. Kerry and Mr. Edwards were both considered for the job, then rejected.

''He believes Democrats in the past erred in resting on their laurels after effectively securing the nomination,'' an adviser said of Mr. Kerry. ''And as someone who has been through the vice presidential vetting process, he's familiar with it and wants a process that's good for the party and good for the campaign.''

In an interview with an Orlando television station, Mr. Kerry alluded to his experience on Mr. Gore's short list. ''I believe it has to be very private,'' he said. ''It's a very personal process. I wouldn't begin to just throw names around.'' He added: ''I've been through it, and wouldn't do it.''

But names were already flying in Democratic circles, starting with that of Mr. Edwards. Campaign officials said one consideration would certainly be whether a potential running mate could help the ticket carry a battleground state.

Those being discussed Wednesday included Representative Richard A. Gephardt of Missouri, the two Florida senators -- Bob Graham and Bill Nelson -- who campaigned with Mr. Kerry Wednesday -- and Senator Evan Bayh of Indiana.

Also in the mix were several governors: Tom Vilsack of Iowa, who was seen as a tacit supporter of Mr. Kerry in the caucuses there; Janet Napolitano of Arizona; Bill Richardson of New Mexico; and Mark Warner of Virginia, who leads a populous Southern state that leans Republican.

Back in Washington, Mr. Kerry was putting his imprint on the Democratic National Committee, as his top campaign aides negotiated with party leaders to install a Kerry loyalist, probably an elected or former elected official, as general chairman and principal spokesman. This would leave the national chairman, Terry McAuliffe, in place but with a less visible role and focused more on raising money, his signature strength.

Mr. McAuliffe had concerned the Kerry campaign, officials said, by taking the initiative in attacking Mr. Bush over his National Guard service -- in particular, by saying he had gone ''AWOL'' from Guard duty in 1972 -- without clearing it with Mr. Kerry.

Officials at both the Democratic National Committee and the Kerry camp said the Kerry campaign wanted to name a chief operating officer as its liaison to the party to sign checks and keep the organization moving. They said that Michael Whouley, a top Kerry adviser who in 2000 was the chief field organizer for Mr. Gore and directed party operations, had no interest in assuming that role again.

Advisers said that by taking action on several fronts, Mr. Kerry intended to convey a message to potential donors and voters alike. ''This is a new cycle, a new day, a new environment,'' a campaign official said. ''It's going to send a signal that this is a campaign that's playing to win.''